This season, the Reverso 1931 Café opens in different locations around the world from New York to Tokyo. Immerse yourself in an Art Deco setting for an enchanting journey through the aromas and flavors of the Vallée de Joux, with tailor-made pastries created by French chef Nina Métayer. Continue the multisensory experience by exploring the story of our iconic Reverso. Discover the 1931 Alphabet, specially created by the lettering artist Alex Trochut, even inviting itself onto the back of the Reverso. The Reverso 1931 Café opens on November 2nd in New York City and until November 22nd, 2022.
A UNIQUE COLLABORATION WITH FRENCH CHEF NINA MÉTAYER
The Jaeger-LeCoultre Reverso 1931 Café in New York City will feature signature pastries by Nina Métayer. A unique chance for a full immersion into the style and ambiance of the period when the Reverso was born. Welcome to the Reverso 1931 Café, a quintessential expression of Art Deco style paying homage to our iconic Reverso watch. Completing the design of the Café, a special menu of cakes and pastries has been created by French Chef Nina Métayer, inviting guests to experience the world through different flavors, as well as to enjoy pastries that have been elevated to a finely handcrafted art form.
THE 1931 ALPHABET BY ALEX TROCHUT
Welcoming Alex Trochut as the latest artist in JLC’s ‘Made of Makers’ program presenting exclusive creative collaborations with a community of international artists sharing Maison’s values. Alex Trochut has become celebrated for his experimental approach to typography. Inspired by the Art Deco heritage of the iconic Reverso, as well as the rich architectural heritage of his adopted home in New York, Alex Trochut has pushed the limits of his discipline to craft an additional signature look for our Maison: the 1931 Alphabet, a boldly expressive, functional and richly decorative typeface.
Alex Trochut turned to Art Deco for his inspiration for this collaboration, a visual signature that remains deeply imprinted on the landscape of his adopted home in New York. The style also inspired the identity of the original Jaeger-LeCoultre Reverso in the 1930s, helping make it one of the most iconic watches ever made. This natural fit has resulted in a new typeface from Alex Trochut that conveys a sense of tremendous creative energy infused with an extraordinary spirit of modernity. Each letter is a true work of art.
This concept unifies Art Deco and Jaeger-LeCoultre’s craft of watchmaking, I wanted these letters to feel physical and expose their intricate parts equally as functional and decorative, giving the sense of a moving machine. — Alex Trochut
Alex Trochut draws inspiration from his home in New York, the abstract nature of letters, and his grandfather, a renowned typographer in the 1940s, who sparked his love of typography. Alex Trochut’s work is redefining traditional ideas of what typography can be and his new Jaeger-LeCoultre typeface brings an elegantly sculptural, boldly contemporary quality to every letter. Each letter feels intricate, functional, and richly decorative, with a visual depth that naturally conveys a sense of harmony in every part of a moving machine. Alex Trochut began his career studying at Elisava Escola Superior de Disseny. After launching his own design studio in Barcelona, Alex relocated to New York where he has worked independently since 2012. His work is defined by an intense, fiercely original creativity that pushes the limits of language to produce a truly expressive, emotive visual lettering style. He has also been honored with prestigious awards by Type Directors Club, Creative Review, Cannes, Clio, D&AD, and others. He currently lives and works in Brooklyn.
THE REVERSO 1931 CAFÉ NEW YORK
729 Madison Avenue —Between 63rd & 64th St—, New York, NY 10065
Open to the Public from November 2nd thru 22nd, 2022. Mo-Su 9 AM — 5 PM
For more info on Jaeger-LeCoultre click here.
